The long-term success of any community initiative (nonprofit or corporate!) depends on a critical mass of like-minded people—supporters who feel a sense of connection and are inspired by the organization’s mission and values. To breakthrough an organization cannot be all things to all people. So instead, it spends time making sure that it is offering the right things to the right people.
Last month, we explored when and why to rebrand. A revitalized brand provides focus, differentiates an organization and helps them to stand out in a crowded marketplace. What other benefits can an organization expect from a strategically developed and managed brand? Here is my top seven benefits list:1. Drives direction and higher performance: A breakthrough brand articulates its mission in a way that is focused and relevant for the times.